Assessing Online Viewing Practices Among College Students

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dc.contributor.authorThreadgill, Elizabeth J.
dc.contributor.authorPrice, Larry R.
dc.date.accessioned2019-09-16T15:48:45Z
dc.date.available2019-09-16T15:48:45Z
dc.date.issued2019-11
dc.description.abstractThis article focuses on media literacy education for college students. First, we conducted psychometric analyses to verify the properties of the Critical Evaluation and Analysis of Media (CEAM) scale. CEAM measures college students' self-reported practices for critically evaluating and analyzing the credibility, audience, and technical design elements of online media, such as news, advertisement, and entertainment media. Using CEAM, our second goal was to identify trends in critical viewing practices among first-year students enrolled in college. Results of confirmatory factor analysis (CFA) and item response theory (IRT) supported a three-factor structure for the CEAM scale. Composite score reliability for all items comprising the total scale displayed strong evidence for the internal consistency of the scale with a Coefficient Alpha (α) of .91. Score reliability estimates for each subscale follow: (a) Questioning Credibility (α = .80), (b) Recognizing Audience (α = .78), and (c) Recognizing Design (α = .81). Findings from the study indicate that while first-year college students generally perceive they have adequate practices in recognizing audience in media messages and questioning the credibility of news, there is room for improvement in questioning the credibility of advertisements, suggesting that college instructors should focus more on advertising literacy.
dc.description.departmentCounseling, Leadership, Adult Education, and School Psychology
dc.formatText
dc.format.extent19 pages
dc.format.medium1 file (.pdf)
dc.identifier.citationThreadgill, E. J., & Price, L. R. (2019). Assessing online viewing practices among college students. Journal of Media Literacy Education, 11(2), pp. 37–55.
dc.identifier.doihttps://doi.org/10.23860/JMLE-2019-11-2-3
dc.identifier.urihttps://hdl.handle.net/10877/8639
dc.language.isoen
dc.publisherNational Association for Media Literacy Education
dc.rights.licenseThis work is licensed under a Creative Commons Attribution 4.0 International License.
dc.sourceJournal of Media Literacy Education, 2019, Vol. 11, No. 2, pp. 37–55
dc.subjectadvertising literacy
dc.subjectcollege
dc.subjectpsychometrics
dc.subjectmedia literacy
dc.titleAssessing Online Viewing Practices Among College Students
dc.typeArticle

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